我国平板电视行业竞争与发展研究

发布时间：2018-07-05 09:51

本文选题：竞争 + 平板电视　；参考：《西南财经大学》2013年硕士论文

【摘要】：平板电视行业是家用电器行业的重要分支,而我国是家用电器的消费大国,国家统计局数据显示,2012年家用电器行业总产值达一万两千亿元,较上年增长10%,而平板电视国内销售额接近1500亿元,平板电视行业在促进我国经济发展方面作用越来越明显。参阅了相关文章,从家电产业发展历史可以看出,在1995年以后,中国家电业相继都出现了生产能力过剩的情况,不论是彩电行业、空调行业还是冰箱行业都面临着严重的产能过剩问题。但并不是所有行业都发生价格战。在1998年,冰箱行业生产过剩远比彩电行业严重,但是冰箱行业却没有爆发价格战,由此可见价格竞争并不是由单一的原因引起。市场集中度、生产能力过剩、规模经济、产品生命周期、需求价格弹性、技术创新等因素都影响价格的变化。CRT时期彩电行业恶性价格战不断,不仅影响企业的利润,同样对消费者消费信心有所打击,严重阻碍着中国彩电行业的发展。 2003年我国平板电视行业刚起步,经过十年快速的发展如今已经进入平板电视时代。2012年国内平板电视产量达一亿多万台,国内销量4200万台,出口5700万台,无论在国内市场还是在国际市场销量全面超过日本,取得了巨大的成绩。这得益于近几年国内电视企业不断加大技术投入,产品差异化提高,但是由于中高端液晶面板仍受制于日韩等企业,国内平板电视企业想要真正在国际市场立足,还需要政府的大力支持。韩国的三星、LG,日本的夏普、索尼、松下等企业成为世界平板电视行业的龙头,并不仅仅靠这些企业的自身发展。日本很早就把发展光电子上升为“国家发展战略”,极大的促进了新型平板显示器的发展,韩国政府制订了发展液晶产业的专门政策“平板显示器产业发展计划”。在CRT传统电视时期,整个行业恶性价格战不断,各大企业利润微薄,技术投入匮乏,导致产品趋同,成本相近,价格战愈演愈烈。伴随着CRT时代的结束,各大厂商间的恶性价格战也逐渐消失。电视行业的哪些特性容易导致持久价格战,现在平板电视行业会不会面临新的恶性价格战?如何避免新的价格战,我国平板电视行业应该如何发展,这些都是本文研究的问题。本文的研究目的是就是为了避免平板电视行业像传统CRT电视时期发生恶性价格竞争,从形成机理方面研究价格竞争。本文研究各种产业特征对价格竞争的影响,并解释他们与价格竞争之间的相互关系。分析传统CRT恶性价格战形成原因,并通过模型分析当前平板电视时期会不会发生恶性价格战,对我国平板电视产业的发展从行业自身和政府规制两个角度来提出建议,希望我国平板电视行业健康稳步发展,在世界平板电视行业中占有一席之地。本文首先介绍了我国平板电视行业发展的基本状况,运用波特五力模型分析了当前行业竞争现状,分析了重点企业经营状况和发展战略等。然后从产品生命周期、市场集中度、需求价格弹性、产品差别、生产能力、进入退出壁垒等行业特性方面分析这些行业特性与价格竞争的关系,并用实证分析这些行业特性对价格的影响,通过与CRT时期对比,得出近期不会发生恶性价格竞争,但是由于技术进步的影响,平板电视价格会合理下降的结论。最后,提出企业自身应该不断加大技术投入,开拓新的市场,重视市场调研,设计出符合市场需求的产品等建议。而政府要加强上游产业链反垄断,行业协会要预防国外反倾销调查,切实维护国内企业利益；同时政府要加强废旧电器回收等社会性规制,促进我国平板电视产业绿色发展。
[Abstract]:The flat TV industry is an important branch of the household electrical appliance industry, and China is a big consumer of household appliances. The National Statistics Bureau data shows that the total output value of the household appliance industry reached one trillion and two hundred billion yuan in 2012, up 10% from the previous year, while the domestic sales of flat TV was close to 150 billion yuan, and the flat TV industry was promoting the economic development of our country. It's becoming more and more obvious.
Referring to the relevant articles, it can be seen from the history of the development of the household electrical appliance industry that after 1995, China's household electrical appliances industry has appeared in the situation of surplus production capacity. Both the color TV industry, the air conditioning industry and the refrigerator industry are facing a serious problem of overcapacity. But not all industries have a price war. In 1998, the refrigerator industry The excess production is far more serious than the color TV industry, but there is no price war in the refrigerator industry. It can be seen that the price competition is not caused by a single reason. Market concentration, surplus production capacity, economies of scale, product life cycle, demand price elasticity, technological innovation and other factors all affect the malignant color TV industry in the.CRT period. The constant price war not only affects the profits of enterprises, but also has a blow to consumer confidence, seriously hampering the development of China's color TV industry.
In 2003, China's flat TV industry has just started. After ten years of rapid development, it has already entered the era of flat TV. The domestic flat TV production has reached about one trillion units in.2012. It has sold 42 million domestic sales and 57 million exports. Great achievements have been made in both domestic and international markets. In recent years, domestic television enterprises have increased their technical input and product differentiation, but because the middle and high end LCD panels are still subject to enterprises such as Japan and South Korea, the domestic flat panel TV enterprises want to truly stand in the international market and need the strong support of the government. South Korea's Samsung, LG, Japanese SHARP, SONY, Panasonic and other enterprises become the world flat. The leader of the television industry not only depends on the self development of these enterprises. The development of the optoelectronics has been raised to the "national development strategy" very early in Japan, which has greatly promoted the development of a new type of flat panel display. The Korean government has formulated a special policy for developing the liquid crystal industry, "the development plan of the flat display device industry". In the CRT traditional TV period, the government of Korea has made a plan for the development of the LCD industry. With the vicious price war in the whole industry, the small profits of the big enterprises and the lack of technical input lead to the convergence of the products, the similar cost and the increasing price war. With the end of the CRT era, the malignant price war between the big factories is gradually disappearing. What features of the TV industry can lead to the persistent price war, now the flat TV industry will not Facing the new vicious price war? How to avoid the new price war and how to develop the flat panel TV industry in China?
The purpose of this study is to avoid the vicious price competition in the traditional CRT TV industry and to study the price competition from the formation mechanism. This paper studies the impact of various industrial characteristics on the price competition, and explains the relationship between them and the price competition. The reasons for the formation of the traditional CRT price war are analyzed. And through the model analysis of the current stage of flat television will not take place in the vicious price war, the development of China's flat TV industry from the industry itself and government regulation two angles to put forward suggestions, hope that China's flat TV industry is healthy and steady development, in the world flat television industry occupies a place.
This paper first introduces the basic situation of the development of China's flat TV industry, analyzes the current situation of competition in the industry by using the Potter five force model, analyzes the management status and development strategy of the key enterprises, and then from the product life cycle, market concentration, demand price elasticity, product difference, production capacity, and entry barriers and other industry characteristics. Analysis of the relationship between the characteristics of these industries and price competition, and the empirical analysis of the impact of these industry characteristics on the price, through the comparison with the CRT period, it is concluded that there will be no vicious price competition in the near future, but the price of flat TV will decrease reasonably due to the influence of technological progress. Finally, it is suggested that the enterprise itself should increase continuously. The government should strengthen the anti monopoly of the upstream industrial chain, the industry association should prevent the anti-dumping investigation of the foreign countries and effectively safeguard the interests of the domestic enterprises. At the same time, the government should strengthen the social regulation of the recycling of waste electric appliances and so on, and promote the flat panel TV in China. The industry is green.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6

【参考文献】